The steady rise in popularity of aggregators has left an indelible mark on the insurance industry. Aggregators have become the premier customer lead sourcing channels on the internet in just a few short years, undermining the best efforts of much larger brands with bigger marketing budgets and staff.
Insurance aggregators have achieved rapid success in two primary ways:
1. by challenging traditional insurance market assumptions
2. by better meeting the needs of consumers that now demand more from those they do business with online
Unique factors that have given rise to the growth of insurance aggregators include things such as:
- low barriers to entry
- fostering trust (transparent offers & price comparison)
- offering superior web experiences
- providing communication options (web, mobile, rss, email, etc)
- paid search savvy (higher keyword bidding possible by selling leads by 5x)
- low overhead
The top insurance brands have stepped up their game over the past 18 months -- forced to do better because the bar had been raised.
In particular, insurers have improved in areas such as pricing, website features, functionality and usability, online branding, customer loyalty & cross-selling, personalization, as well as through a more open dialog with customers.
Successful insurance brands, whether they are an aggregator or carrier, are those who've shown the agility to respond to business challenges at web speed.
A few interesting facts about the brands featured in this report:
- Insurance carriers won 4 out of the top 5 positions in our ranked list
- The brand health scores of the top 5 insurance carriers outperformed the top 5 insurance aggregators by 21%
- Inbreeding within the insurance industry is rampant: #9 Esurance is owned by Allstate, #3 CarInsurance.com is owned by the vertical marketing company, QuinStreet, and #7 InsuranceQuotes.com is owned by comparison shopping portal, Bankrate
This report benchmarks the online performance of 5 top insurance carriers against 5 top insurance aggregators in the United States. Allstate earned the top spot in a field of strong competitors.
According to the research, Allstate's brand health score of 710 out of 1,000 possible points beat its nearest competitor, Nationwide, by 26 points, or 3.66%, and surpassed third place CarInsurance.com by 30 points, or 4.23%. The gap between Allstate and lowest-ranked Efinancial was 254 points, or 35.77%.